posted on 2007-01-01, 00:00authored byRuth Rentschler, Angela Carrick Osborne
The purpose of this paper is to argue that greater awareness of the traditions and innovations in marketing language, as exemplified in museum marketing, leads to enhanced ability to understand branding as a strategic tool. Successful art galleries can be thought of as branding “artertainment", actively engaged in bringing the art world and popular culture together in a competitive aesthetic arena. This paper sees branding straddling culture and linguistic criticism to look at its complex underpinnings in verbal and linguistic processes that link to larger socio-cultural issues on how brands work. It generates novel concepts and develops theory for marketers.
History
Location
Dunedin, New Zealand
Open access
Yes
Start date
2007-12-03
End date
2007-12-05
Language
eng
Notes
Reproduced with the kind permission of the copyright owner.